Case Study: Nestlé Media planning, activation and measurement

“Winning Weekends is considered a best in class activation - a huge success for Nestlé.” Tabatha Rowlatt, Customer Activation Manager, Nestlé UK

Winning Weekends Results Helping nestlé to build a blockbusting campaign for Tesco customers + 18 Million Nestlé, the world’s largest food and beverage company, teamed up 18m Customer Exposure with digital movie retailer Sky Store for a new on-pack promotion in which consumers received a Sky Store ‘Buy & Keep’ movie voucher in return for collecting four promotional packs from its range of confectionery sharing bags.

Nestlé wanted to promote the launch of this new offer through an engaging campaign aimed at Tesco customers, and to measure the effectiveness of their activities. 11% Sales Uplift Working in collaboration with Nestlé, Tesco and a range of partners, we created an insight-led, connected media plan to support the on-pack Sky Store promotion.

Objectives + 5.8 Million • Drive awareness of the on-pack promotion 5.8m Customers Reached • Promote the exclusivity of the offer to Tesco customers

• Understand which activities were most effective in generating sales We identified the media channels that delivered the highest sales uplift when customers were exposed to multiple touchpoints. This will help Nestle when planning future campaigns.

© 2019 dunnhumby / All rights reserved Solution dunnhumby’s market-leading Customer Data Science was applied to all elements of the activation plan, ensuring that the customer remained at the heart of the campaign.

STEP 1 STEP 2: We used Tesco Clubcard data to identify Armed with these insights, we could then previous shoppers of chocolate sharing leverage partnerships with the relevant bags and gummy sweets, creating a new agencies to communicate with the right Tesco customer segment based on this customers at the right place and time, in information. We then identified specific the most relevant way. Campaign elements stores with headroom for these segments included innovative point of sale and and the confectionery category, then in-store competitions, out of store digital overlaid these to include stores that over- display screens and SMS geo-fencing. indexed with two ‘Tesco Families’ segments, ‘The Wicks’ and ‘The Mayers’, for Main Estate stores, and ‘Roshni’ for Convenience stores. By overlaying channel and transactional data with dunnhumby’s proprietary attitudinal media consumption data, we developed an unprecedented understanding of the prospective Nestlé consumer.

Outcome ‘Winning Weekends’ is a best in class example of an end-to-end campaign spanning brand and retail channels. By directly connecting insight and media planning at household level with activation and measurement at scale, the campaign delivered massive reach, sales uplift and learnings that can be used to optimise future campaigns.

Unprecedented understanding Seamlessmultichannel Shoppers in-stores with of the Nestlé shopper experience 11% Point-of-Sale and Sales Uplift SmartScreens@Tesco generate 33% sales uplift, compared to 15% in-store with Point-of-Sale only

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